I really don't think there is much substance to this article. Screen time, social media and all-the-time internet access is the reality of today. Not everyone abuses or is negatively affected by these mediums just as not every person who drinks is addicted to alcohol. I agree that there does seem to be some sort of shallowness to the campaign but it does get people talking. Moreover, I agree with the possible negative effects of these new communication mediums.
However, it is not as if this is the only campaign, the only resource, the only group, that is providing resources and supporting communities with mental health. Unless we are trying to restructure the entirety of our economy (shifting away from capitalism, thus eliminating the drive of private companies to couple profit with social investment) and we continue to elect governments that support austerity, shifting the social service sector towards private and non-profit markets, this is the landscape we must deal with. In an alternate reality, if no company was donating or making these concerted efforts, we would be blaming them for inaction.
Funny enough, I am using my computer, reading this online article from a private company, that utilizes every media platform available that is being critiqued. I think that the content matters not just the medium! And Bell is creating helpful content! Oh, and by the way, I use Rogers